To become a part of the growing Indian apparel retail sector, more and more companies are coming into the Indian apparel retail segment. However, there are very few that have strengths of own manufacturing, complete know-how of product, strong product development and sustainability.
Cloth Haus, a womenswear brand by Mumbai-based Aloka Exports, has all these strengths and a vision to deliver apparels designed for the Indian sensibility, of superlative quality, and in a reasonable price range.
The brand is continuously coming up with new range of stylish apparels underpinning its commitment to responsible craftsmanship.
Right from digital printing, pleating, burn outs, printing on non-conventional fabrics, woven jacquards, embossing and much more, the brand is all set to mark its presence in the market.
Aditya Agarwal, Director of Cloth Haus, said “A lot of foreign brands are selling in India here, they have much higher prices for a medium quality product. So we observed that there is a space for the brand which has the high quality, which is sustainable, are made in India and that too in less price. So, it makes sense to diversify and offer something to the consumers which completely serves their purpose. Our in-house infrastructure and manufacturing expertise adds value to our offering.”
Having an experienced team for product development, the company, which is into textile domain from 40 years, also has a state-of-the-art digitally printing facility and two stitching units in Bhiwandi and Noida.
With certifications like GOTS, RCS, OCSE, GRS, the company is dedicated to sustainability and the brand is not for the mass market.
Aditya added, “Our price range is Rs. 2,500 to Rs. 7,000; the consumers who can afford this, understand the value of sustainability along with a well-crafted product. Leading international brands are using sustainability as a marketing strategy, so Indian customers have enough awareness of sustainability. Everyone is becoming very conscious and especially in Tier-1 cities, the consumer is very well informed.”
With a store in Mumbai, the brand is available online and receiving good business as Aditya is strongly of the view that the Indian market is definitely growing and customers’ focus is more on online. India as a country has always been more resilient in all the way. “We are very much satisfied with the customers’ feedback and response to our products. The conversion rate is very cool. We did a few popups and exhibitions, where the sale was very good. All this has motivated us to put more energy into brand,” he told.
The brand is in the process to be live on more channels and to make it’s own website strong. And in the long term of course, it wants to be a high state retail brand, with effective physical presence across India.
